If you were a finance person sat in an office in London or India with zero interest or connection other than its just landed on your desk this is exactly how you'd go about re-setting prices.
They've just looked at the dearest seats and said well people who go there can afford more so hike it, next is the most popular area that always sells out first, right make those premiums seats as well.
A token gesture to offset this.... well make it cheaper in the riverside so some can move or lump it.
We know the main issue is the people at the top don't listen because they don't care, it's probably not even Waggots doing.